Brandwave

How popular isFisher-Price in search?

In August 2026, there were an estimated 246K branded searches for Fisher-Price worldwide which is down 18.3% over the last 11 months. Fisher-Price holds 48.2% estimated Share of Search among baby toys worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Fisher-Price48.2%
  2. VTech32.3%
  3. Skip Hop11.8%
  4. Bright Starts5.3%
  5. Manhattan Toy1.3%
  6. Lamaze1.1%
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Which baby toys compete with Fisher-Price?

Fisher-Price against baby toys worldwide, by month

Share of Search by month for Fisher-Price, VTech, Skip Hop, Bright Starts. The figures are in the table below the chart.

View monthly share of search table
MonthFisher-PriceVTechSkip HopBright StartsManhattan ToyLamaze
Oct 202547.4%38.7%7.8%4.3%1%0.85%
Nov 202552.6%35.2%7.1%3.2%1.2%0.77%
Dec 202553.1%35.5%5.8%3.9%0.96%0.64%
Jan 202649.6%33.1%10%5.5%1.1%0.73%
Feb 202644.4%36.5%10.9%6%1.2%0.97%
Mar 202649.3%33.1%9.9%5.4%1.3%0.88%
Apr 202649.5%33.2%10%5.4%1.1%0.88%
May 202649.9%33.5%10.1%4.5%1.1%0.89%
Jun 202648.1%32.3%11.9%5.3%1.3%1.1%
Jul 202649.3%33.1%9.9%5.4%1.3%0.88%
Aug 202648.2%32.3%11.8%5.3%1.3%1.1%
Sep 2026——————

  1. 1.Fisher-Price

    48.2%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1.2 points.

  2. 2.VTech

    32.3%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share -0.8 points.

  3. 3.Skip Hop

    11.8%

    Held 3rd. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.9 points.

  4. 4.Bright Starts

    5.3%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Manhattan Toy

    1.3%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Lamaze

    1.1%

    Held 6th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

Compare search popularity between Fisher-Price and its closest rivals

How has branded search demand for Fisher-Price changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Fisher-Price worldwide fell from 301K to 246K.
  • Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among baby toys worldwide increased from 47.4% to 48.2%.
  • Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among baby toys worldwide peaked at 53.1% in December 2025 and was lowest at 44.4% in February 2026.

How did search popularity change for baby toys worldwide in August 2026?

  1. In August 2026, Skip Hop gained estimated Share of Search among baby toys worldwide, from 9.9% to 11.8%.

  2. In August 2026, Fisher-Price lost estimated Share of Search among baby toys worldwide, from 49.3% to 48.2%.

  3. In August 2026, VTech lost estimated Share of Search among baby toys worldwide, from 33.1% to 32.3%.

Where does Fisher-Price compete?

Fisher-Price is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Baby play mats3rd of 69.7%Show ranking
Baby bouncers2nd of 626%Show ranking
Baby rockers2nd of 626.7%Show ranking
Baby bath tubs2nd of 635.8%Show ranking
Metal detector brands1st of 539.1%Show ranking
Baby toys1st of 648.2%Shown above

How is Fisher-Price measured?

Brandwave collects information about searches that people make online using Fisher-Price’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • fisher price

How the Brand Demand Index is measured

Who owns Fisher-Price?

Fisher-Price is owned by Mattel. Brandwave also tracks Barbie, owned by the same company, worldwide.

Do you work for Fisher-Price? To request corrections or removal please contact us via our support page and we will be happy to assist.

Creator with pink hair and a pink jacket

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